It's not about adding, it's about taking away.

The hardest part isn't working out what to add. It's about working out what we need to take away. Think about it, you know, the marketing team have just spent 6 weeks crafting a campaign message. There's all this talk about things like synergistic solutions and paradigm shifts and next-generation innovation. Since we live in our own little bubble, we've concluded that all of this sort of stuff sounds really important. But it also sounds like everybody else's marketing. Faced with the challenge of explaining something straightforward, we're too tempted to use the words that are impressive as opposed to words that are actually clear and offer clarity. We think buyers equate complexity with expertise, verbosity with value, but this isn't a communication problem. It's a thinking problem. Many executives believe simplicity means reduction. But reduction implies we've already got something coherent in the first place, right? But what often happens is we start with far too much complexity, only to then build upon it. Each department adds its layer, each stakeholder demands their language. So what we have at the end isn't a message that needs simplifying. As much as a corporate Jenga tower collapsing the moment somebody asks, "What do you actually mean?" A presentation to the board requires different cognitive tools than our customer-facing website or any other customer-facing collateral. The mistake is not just assuming one language can serve both audiences. It's assuming that the more complex version is inherently more valuable I think the challenge lies in matching our communications complexity to our audience's decision-making needs. Anything beyond that isn't expertise, it's intellectual exhibitionism. No one likes a show-off. Thanks for listening. If you liked what you heard, pass it on. I'm not saying I'm right, I'm saying there are others out there who are wrong. Please subscribe, share, or leave a comment— whatever works for you. You can find out more by visiting kexino.com. That's K-E-X-I-N-O. Hope to see you again here soon.